Be yourself in 2012! It’s a new year message that business owners will truly have to get to grips with in the months ahead if they are serious about optimising their presence on the search and social web. With the evolution of multichannel online marketing being led by mobile technology and social media networking, retail stats from Boxing Day confirm the forecasts for a record level of spending online …
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Mobile and tablet! Is your website optimised for the Technology Twins? Just like the other Dynamic Duo of today’s online X-men, search and social, the superheroes of the multichannel will be sites who are at one with the motivations and behaviours of the user in 2012 – “to boldly go …”. Yep, that’s right, it’s all about sorting your website out!
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The truth is not everyone is looking to engage and have a relationship with a brand. Most users just want to make an instant purchase without any hassle from the site management system! Creating an integrated social media marketing policy does not mean eCommerce having to become an universal share bear. Especially, when the content is irrelevant and the target audience are not given an incentive reward …
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Movember into Decembeard! Now that’s a retro-hairy one for a super shiny search and social online world! But why not? We are constantly reminded by ebusiness surveys and multi channel marketing studies that while smartphones, tablets and ereaders tend to grab all the headlines, it’s still the trusty email, four decades on and still going strong, that is still the communication platform of choice for a staggering 97 per cent of SMEs and mid-size businesses, alike.
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Social media own goals are so easily done! The basic problem is when companies think that they can “do social media” in-house without really having a clue about what they’re trying to do beyond thinking they might drum up a few sales enquiries. Like website landing pages, social networking sites are a minefield. If you get it wrong, credibility and followers can be lost in a click.
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What does brand identity mean in the age of search and social? As web credibility and site authority depend absolutely on coming out from behind the traditional silos of shiny logo, business jargon, and push marketing, the building of a company brand is now dependent on consumers who demand human engagment and real communication.
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You would suppose that in today’s search and social multichannel world, when customers and search engines place the emphasis on websites providing great customer experience to raise site credibility and authority, that businesses would ensure their sites are regularly attended to and error–free?
Nope! Nearly 90 per cent of UK site owners admit to website accessibility errors and poor visitor usability … …
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Today’s most successful websites have understood the key difference between online marketing and multichannel marketing. By creating an integrated social media marketing policy, their sites have been transformed from inert, unresponsive domains to highly interactive hubs of prospective customer engagement … …
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How social is your email marketing? Is it simply being used to send newsletters or short messages to attract new subscribers and keep contact with current customers? The influence of search and social can all too easily narrow the focus down upon drawing in new audiences, raising follower counts and link baiting first-time site visitors. A timely email can win back lapsed or former customers but is often overlooked or avoided for many reasons… …
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Another consumer survey – another damming indictment of UK businesses still failing to adjust their mindset to online culture! In the age of the search and social web, still a vast majority of eCommerce is seen as operating with redundant push marketing strategies and not listening to the demands for enriched ‘customer experience’ and ‘social engagement’.
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“Can’t get no satisfaction?”. Recent surveys have found that nearly a half of UK consumers who inform a company about poor service feel they are “ being ignored and their feedback not really cared about”. Consequently, dissatisfied customers use social media to air their grievances as it is seen as an effective way to share their experience and try to influence organisations to address their concerns.
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The days when we would hear business owners or their marketing managers exclaim that social media was “not for them” or “none of their customers use it” may be passing but the mindset is not quite consigned to history as yet! In the evolving age of multichannel, a multidisciplinary approach to integrating offline to online marketing across diverse channels and platforms demands an array of skills and understanding that can no longer be left to IT or the guys n’ girls in marketing who are “always on Twitter and Facebook, anyway …”.
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